Turn Match Day Moments into Long-Term Investing with Stash’s New GameDay Feature
As football fans around the world gear up for the 2026 Soccer World Cup, Liberty’s Stash investment platform is giving South Africans a new way to make every match count – not just for their favourite team, but for their financial future too.
Through its new GameDay feature, Stash users can connect key match moments such as goals scored, goals saved and match victories to automated micro-investment contributions into their Stash Tax-Free Investment.
The feature allows users to select one or two teams participating in the tournament and set personalised contribution triggers linked to match outcomes.
Following each game, Stash automatically calculates the contribution amount based on the user’s chosen settings and invests the funds directly into their tax-free investment account.
Available throughout the World Cup tournament, GameDay transforms the excitement of match day into an opportunity to build a long-term investing habit.
“Sport has an incredible ability to bring people together and create emotional connection. What we wanted to do was explore how we could channel some of that excitement into positive long-term financial habits,” says Glenn Grimley, Head of Stash at Liberty.
Users remain fully in control of their contributions, with the ability to choose contribution amounts through an in-app slider, adjust their settings, switch teams, or pause the feature at any time.
A dedicated dashboard also allows users to track team performance, contribution triggers and cumulative investments throughout the tournament.
Importantly, GameDay is not betting or gambling. Users are not wagering money on sporting outcomes, there are no odds, and there are no financial rewards linked to match results.
Instead, the feature uses moments that people are already emotionally invested in as a way to encourage consistent investing behaviour.
“GameDay is not about gambling or chasing short-term wins. In fact, it’s the opposite. It’s about helping people build an investing habit in a way that feels interactive, rewarding and connected to moments they already care about,” says Grimley.
The launch reflects a broader shift in how younger consumers engage with investing.
According to the World Economic Forum’s 2025 report on Gen Z and investing trends, younger investors increasingly favour mobile-first platforms, low-barrier entry points and investment solutions that feel integrated into their everyday lives.
For many people, investing can still feel intimidating or out of reach.
Features such as GameDay are designed to help bridge that gap by making investing more accessible, engaging and relevant, while reinforcing the value of consistency and long-term financial planning.
“At its core, this feature is about behavioural investing – linking everyday lived experiences to people’s investment journeys,” says Grimley.
“We know many people struggle to start investing because it feels intimidating or disconnected from their daily lives. By linking micro-investing to moments of excitement and community, we hope to make investing feel more approachable while still encouraging responsible, long-term financial thinking.”
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